Brand-identity Guidelines

Transcription

1 Brand-identity Guidelines Client: Contents: Date: CertiVox 1.0 Introduction 2.0 The Logo Design 2.1 The Logo Usage 3.0 Product Logos 4.0 Colour Scheme 5.0 Typography 6.0 Contact Details April 2014

2 1.0 Introduction Overview The purpose of these guidelines is to explain the use of the new brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations, and all other marketing materials both online and offline. Guidelines on the use of the logo are included. 1.0 Introduction Brand-identity Guidelines 1.

3 CertiVox identity Our CertiVox identity is the face and personality presented to the global community. It s as important as the products and services you provide. Our identity is the total effect of your logos, products, brand names, trademarks, advertising, brochures, and presentations everything that represents us. Because the brand cannot be compromised, we ve created this guide to provide all the pertinent specifications you need to maintain its integrity. The guidelines set in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent your company cohesively to the outside world. CertiVox Mission To provide unparalleled trust, privacy and security throughout the digital universe, beautifully Core Values Security comes first Transparency and integrity inside and out Open minded and confident in being different Respect for privacy Simplicity everywhere CertiVox Beliefs True security is beautiful Customer Promise We restore confidence and trust in your digital universe CertiVox Ambition To be in every connected thing 1.0 Introduction Brand-identity Guidelines 2.

4 2.0 The Logo Design The CertiVox logo is an important and valued graphic element and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding. 2.0 The Logo Design Brand-identity Guidelines 3.

5 Primary logo - in colour Secondary logo - in colour 2.0 The Logo Design Brand-identity Guidelines 4.

6 Primary logo - in negative 2.0 The Logo Design Brand-identity Guidelines 5.

7 2.1 The Logo Usage Always use master artwork when reproducing any logo design. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application. When reproducing any logo elements, only the original high resolution or vector graphic files shall be used - logos should not be taken from this document. 2.1 The Logo Usage Brand-identity Guidelines 6.

8 x Logotype Logomark x Exclusion Zone Make sure that text or other design elements do not encroach upon the logo. x x The marked space should always be given to let the logo breathe, free from distraction. Reproduction size x Logotype Logomark x In the primary logo format must be adhered to so that legibilty is retained. x x In exceptional circumstances where space restrictions are limited, adjustments may have to be made to balance the shape and visibility. The logo should be used in the first instance with the Strapline of Distributed Cryptography Company. 2.1 The Logo Usage Brand-identity Guidelines 7.

9 Wrong! The logo has become distorted from it s designed aspect ratio, therefore stretching or squshing the shape and text. If the space is restrictive, the scale of the logo (not the dimensions) must be adjusted to fit. Correct! The logo s shape is consistent with the initial design, retaining balance and legibility. 2.1 The Logo Usage Brand-identity Guidelines 8.

10 Wrong! The backdrop for the logo s placement is too similar to the primary colour - it lacks visibilty and contrast. To fix this problem, you can either select a contrasting base colour, or switch to one of the secondary colours assigned to the logo. Correct! The logo is clear and visible, set in primary colours onto a backdrop which shows contrast. Although the backdrop is not white, the colours have been adjusted accordingly to work with the design. 2.1 The Logo Usage Brand-identity Guidelines 9.

11 3.0 Product Logos The CertiVox product suite logos must be used in occurdance to the same rules that apply to the corporate logo and must not be adjusted or tampered with under any circumstance. There are 3 x logos for each product, the primary logo should be used in all introductory instances, the secondary and tertiary logos can be used when dictated by layout restrictions to height and size. 3.0 Product Logos Brand-identity Guidelines 10.

12 Primary logo - M-Pin Core Primary logo - M-Pin SSO Secondary logo - M-Pin Core Secondary logo - M-Pin SSO Tertiary logo - M-Pin Core Tertiary logo - M-Pin SSO 3.0 Product Logos Brand-identity Guidelines 11.

13 Primary logo - CertiVox IoT Crypto Library Primary logo - MIRACL Secondary logo - CertiVox IoT Crypto Library Secondary logo - MIRACL NONE AVAILABLE Tertiary logo - CertiVox IoT Crypto Library Tertiary logo - MIRACL 3.0 Product Logos Brand-identity Guidelines 12.

14 4.0 Colour Scheme Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message about the company image. The Pantone colours should be used wherever possible, with CMYK / RGB being matched as closely as possible depending on the materials and print process. Black and white are acceptable as accent colours, in addition to the colours within the assigned scheme. 4.0 Colour Scheme Brand-identity Guidelines 13.

15 Pantone colour ref. CMYK RGB HEX Primary Brand Colour Pantone 5625 U 28 / 0 / 29 / / 135 / 120 #6E8778 Secondary Brand Colour Pantone 165 U 0 / 59 / 96 / / 132 / 38 #F58426 Secondary Brand Colour Pantone 5265 U 77 / 70 / 0 / / 60 / 116 #363C74 Third Brand Colour Pantone 5655 U 6 / 0 / 9 / / 212 / 202 #CCD4CA Third Brand Colour Pantone 1375 U 0 / 40 / 90 / / 166 / 52 #FAA634 Base Color Pantone 7543 C 7 / 0 / 0 / / 184 / 191 #ADB8BF Text /Body Content Colour 63 / 55 / 54 / / 88 / 88 # Colour Scheme Brand-identity Guidelines 14.

16 Opacity Variant Shades (60%, 30%, 10%) 100% for fills, borders and background fills Usage Primary Brand Colour 100% version should be used primarily for headers (H1/H2...), otherwise it s the primary accent colour Secondary Brand Colour CTA button fills with white text, links in body content, second accent colour Secondary Brand Colour Additional/contrasting headers/standout text, can also be used as an alternative CTA button fill with white text, second accent colour Third Brand Colour Background fills or line divides only Third Brand Colour Hover state colour for links/cta s, can also be used as an alternative CTA button fill with body content text colour Base Color Can be used to compliment all colours, mainly used for background fills Text /Body Content Colour Shades not applicable for this colour Body content text colour only 4.0 Colour Scheme Brand-identity Guidelines 15.

17 5.0 Typography The primary typeface is Lato. This typeface has been carefully selected as the best to represent the brand image, and must be used to retain consistency - especially within the logo. Replacing fonts with alternatives should not be done under any circumstances. 5.0 Typography Brand-identity Guidelines 16.

18 Primary Typeface Lato abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ $%^&*() # ªº- _=+{}[];:/\,.~ å ç ƒ ^ µ~øπœ ß Ω Lato should be used for all Headers such as H1, H2, navigation lists, calls-to-action buttons and other statement headers or quotes. Lato should be supported with a secondary sans-serif declaration. All instances from hairline to black can be utilised. Lato is not a default font so it will need to be downloaded to your fonts library or referenced via Google fonts. 5.0 Typography Brand-identity Guidelines 17.

19 6.0 Contact Details Company: Designer: Web: Twitter: CertiVox Sally Brown 6.0 Contact Details Brand-identity Guidelines 18.